Finalist

The ABPI Value Story Campaign: Changing the Reputation of the UK Pharmaceutical Industry

by The Association of the British Pharmaceutical Industry

Summary of work

Our industry operates under significant political and reputational pressure, with several critical policies impacting patients, the NHS and the economy between 2016 and the next decade. Our goal is to positively shape the scientific and economic environment by amplifying the value of our industry through a multi-year, integrated communications and corporate affairs campaign to change perceptions and enhance the reputation of the industry.

With over 7,000 new medicines in development globally today, we have an inspiring story to tell with patients at the centre. By demonstrating our story and encouraging others to share it, we can increase society and the NHS’ appreciation of the value of innovative medicines to treat and cure disease.

Our work in the first half of 2016 helped capitalise on the opportunities and manage the challenges of Brexit. Working closely with colleagues in policy, media relations and government affairs, we used the positive shift created through our engagement among the public, patients, media, Government and health professionals to drive significant traction and tangible wins with the new Government in the second half of 2016. There is a long journey ahead to build reputation and secure the best environment for our members, for the NHS and for patients in the UK - we have only just begun.

Judges' comments

“We thought this was a well thought out and measured campaign with excellent advocacy work. We were particularly impressed that the project had real rigour behind it and they had considered multiple ways of getting the project’s voice heard.

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Find out what the chair of judges Anna Korving, senior judges Sarah Matthew and Annabelle Sandeman and previous award winners Paul Tanner, 90TEN and Emma Reynolds, Cohn & Wolfe; have to say on how the judging process works, what the judges focus on, tips on what helps and what distracts within an entry and get insights into how previous winners have created that stand out submission.